August 08, 2011

Nielsen announced that the Media Rating Council (MRC), the industry group that audits and accredits media research companies, has voted to grant accreditation to Nielsen Online Campaign RatingsTM, a new measurement system that provides overnight audience reach, frequency and Gross Rating Points (GRPs) for Internet display and video advertising.

The MRC accreditation certifies that Nielsen Online Campaign Ratings complies with the MRC’s Minimum Standards for Media Rating Research. This is the first Internet measurement system accredited by the MRC that provides demographic ratings for online advertising campaigns. Through its accreditation process, the MRC seeks to secure for the media industry and related users, audience measurement services that are valid, reliable and effective and, in addition to compliance with MRC’s standards, ensure that the product’s methodology, metrics and reports adhere to industry-accepted standards for digital measurement (i.e. the Interactive Advertising Bureau’s applicable Measurement Guidelines).

“This is a significant achievement for Nielsen and the industry as a whole. Advertisers and media companies alike are looking to prove the value of online media and advertising, but have lacked a reliable, standard measurement to demonstrate audience delivery against marketing goals,” said Steve Hasker, President, Media Product and Advertiser Solutions, Nielsen. “Nielsen Online Campaign Ratings provides the trusted metrics needed to prove the true value of advertising on a site, in terms that are familiar to brand marketers and comparable to other media. MRC accreditation is a critical step to ensuring both buyers and sellers have absolute confidence in the information they use to plan and negotiate online advertising.”

“The MRC applauds Nielsen for successfully completing the accreditation process for its Online Campaign Ratings audience measurement service,” said George W. Ivie, Executive Director and CEO of MRC. “Nielsen Online Campaign Ratings represents a new measurement approach that incorporates data from several sources and MRC accreditation indicates that this process complies with the MRC’s standards, a recognized benchmark for quality and disclosure.”

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